The Human Kind scale. How it is graded and is applied to work.
Text of The Human Kind Scale
T H E N E W 7+ G P C S C A L E
Dream To be the worlds best creator of ideas that truly move people - bar none.
You can look at a business problem as a set of numbers. Or, you can look at it through a more human lens.
Everything that matters in our business begins and ends with two things: People Their Behaviour
Creativity has the power to transform human behaviour. 1234567 8910 +
10 Changes the world. 9 Changes the way people live. 8 Changes the way people think and feel. 7+ An inspiring idea, beautifully crafted (HumanKind Act) 6 An intelligent idea. 5 I understand the brands purpose. 4 I dont know what this brand stands for. 3 Invisible. 2 No idea. 1 Destructive. T H E N E W 7+ G P C S C A L E
1 Destructive. This is a complete waste of money. People reject the brand. Pollutes the public space. Id be ashamed to be seen with this brand.
2 No idea. This concept has no thinking. Afterall, we are an ideas industry. Without ideas, we have no future. Creativity is the primary asset of brands and communication companies. Our duty as a communications agency is to create ideas so powerful that they truly move people. People demand to be entertained and rewarded for the time they spend with our communication.
3 Creates no human interest, no emotional connection. Visually uninteresting. Wallpaper. Clich. We dont have a divine right to peoples attention. We have to reward them for the time they spend with our communication.
4 I dont know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose in mind. A brand without purpose is one that will never be understood or embraced by the people.
5 Brand Purpose. This is not a promise. Not a position. Not a benefit. A purpose. Were people talking to people. In order to make real human connections, we need to put a meaningful Human Purpose at the center of our brands in order to truly connect with people.
6 An intelligent idea. An idea that treats people with intelligence. An engaging idea. Everything we do as an Agency is rooted in the belief that creativity is most powerful when it creates HumanKind Acts...not just advertising. An idea that is designed entirely with the audience in mind. An idea that is media-neutral in concept and media-infinite in execution.
7 + HumanKind Act. An outstanding idea. A human centered idea, brand or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. An idea that inspires, captivates, fascinates and activates. And of course, is immaculate in its craft and execution.
Changes the way people think and feel. We must never lose sight of the most important thing: What matters to people. We believe creativity should enrich peoples lives. This idea has a genuine role in peoples lives. This is content that is entertaining, engaging, interactive, interesting, relevant and useful. And above all, its brilliant in its creativity.
9 Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea. A brand that has a human purpose at its core. A HumanKind Brand.